In 2014, due to the amount of content being published to the Facebook news feed, the social media giant refined its algorithm to show more relevant content to its users rather than all of the content.
Then, in early 2018, Facebook announced that “we’re going to shift ranking to make News Feed more about connecting with people and less about consuming media in isolation.”
The result has been a steady decline in the organic reach of your brand page. (According to our own research, 67% of marketers say reaching their audience organically on Facebook has gotten harder in recent years.)
One way to counter that? Spending money.